Whither research in marketing?

John Saunders*, Nick J. Lee

*Corresponding author for this work

Research output: Contribution to journalEditorialpeer-review


Purpose - To introduce the contents of this special issue on research in marketing and comment on the development of the discipline in UK universities. Design/methodology/approach - Relates each paper to a taxonomy of academic research and comments on their content. Examines major trends in higher education and relates them to the fortunes of marketing educators. Findings - There are reasons to be cheerful about academic marketing in the UK: there are clearly opportunities to publish in the world's leading academic journals, increased funding for the discipline, the acceptability of a wide range of methodologies and the increasing influence of marketing. Less encouraging is the naïve and destructive competition between universities and the consequent destruction of academic development. Research limitations/implications - This is a UK perspective that depends on limited knowledge of other than a few other countries. Practical implications - There are good reasons to be positive about an academic career in marketing, but also a desperate need to tackle the naïve strategies of universities and to intervene to mend the gaps in the development of academic marketers. Originality/value - Gives an insight in to the range of research in marketing, and an insight into the opportunities and pitfalls of a career in academic marketing research. © Emerald Group Publishing Limited.

Original languageEnglish
Pages (from-to)245-260
Number of pages16
JournalEuropean Journal of Marketing
Issue number3-4 Sp.Iss.
Publication statusPublished - 2005


  • market research
  • United Kingdom
  • universities


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